Closing the Credibility Gap

Are your paid marketing and advertising efforts losing credibility with your target market? Marketers are currently dealing with a "credibility gap." if you were to create an ad today that contained 100% fact, would your target audience believe the message? Probably not because it came in the form of a paid advertisement.

To combat consumers' skepticism, you can close the credibility gap of your brand's marketing activities by blending your PR and marketing endeavors.

• Use PR to drive awareness and credibility for your brand through the media.
• Align your PR and marketing objectives to allow the credibility generated by your PR to blend with your marketing—making your paid marketing messages more credible.

Good PR strategy working in concert with your marketing efforts adds credibility to the message. Such a blend helps the consumers' perception of your paid advertising to be more credible. Recognizable results should include a closure of the credibility gap with a higher return on your marketing investment.